Top Line Media
Drew Hollingworth
Sze-Zin LoMike LuongoMike
Strometski
Overview
• Mission
• Objectives
• Day In The Life
• Recommended Media Mix– Print, Press Release, TV, DM, Public Relations,
& Website
• Media Landscape
Mission
To build anticipation and get people talking about the new Ferrari F430 before the event through teaser ads on TV and the Ferrari website.
Objectives
• To create a buzz
• To launch the F430
• To build awareness
• To sell the new model
Pitch
• Consumer Profile and business opportunities led to Print, TV, DM, and Public Relations
• Recommended message management based on Media Landscape for brand
Day In The LifeElite Business Professionals
Home Office Home
Early Morning Morning/Afternoon/Early Evening Night
Day In The LifeElite Business Professionals
Home Office Home
Go ShoppingGo to the GymGo for Dinner Go for a DrinkEntertain ClientsGo HomeStay at OfficeSource: Top Line Media
Favorite Activities1. Reading books/mags.2. Sports3. Outdoors4. Listen to music5. Watch a movie Source : Top Line Media
Early Morning Morning/Afternoon/Early Evening Night
MediaElite Business Professionals
• TV
• Press Release
• Direct Mail
• Public Relations
• Website
Recommended Media MixElite Business Professionals
Strategies TV teaser
• Reach• 15 spots = high frequency
Main Commercial• “I Can”• 30 seconds• Introducing the new model
MediumTV
PrintPress Release
Direct MailPublic Relations
Website
TV Teaser
Ad #1 Story Board (30 sec Spot)
Camera rotating around Car Voice Over introduces the new model
Voice Over/Text in White Over Car ”490 Horse Power”
Voice Over/Text ”Top Speed 315km/h”
Voice Over/Text “ 0-100km/h in 4.0 sec”
Voice Over/Text “1500 cc V8 Engine”
Voice Over “ But why would I Drive this Ferrari?
Logo Fade In Text in white over logo “ Because I Can” Website fade in
Recommended Media MixElite Business Professionals
Strategies Maximize reach on major
business reading materials from newspapers to magazines.
• Double page spread in the magazine
• Back cover
MediumTV
PrintPress Release
Direct MailPublic Relations
Website
Double Page Spread
Back Cover
Recommended Media MixElite Business Professionals
Strategies A low cost method to start the
buzz for the event.• Getting people talking
MediumTV
PrintPress Release
Direct MailPublic Relations
Website
Recommended Media MixElite Business Professionals
Strategies Targeted towards a niche
market segment Low cost
• DVD• Brochure• Personalized
MediumTV
PrintPress Release
Direct MailPublic Relations
Website
Recommended Media MixElite Business Professionals
Strategies An upscale formal event for
elite members of the business community to unveil the new F430
• Simultaneous event in Toronto and Vancouver
• Sales promotion• Obtain personal information
MediumTV
PrintPress Release
Direct MailPublic Relations
Website
Recommended Media MixElite Business Professionals
Strategies A link from the main website
www.ferrari.com• Virtual electronic features
MediumTV
PrintPress Release
Direct MailPublic Relations
Website
LoveFerrariLove
Ferrari
ThinkFerrariThink
FerrariBuy
FerrariBuy
FerrariPOS
Personal Selling
Test Drive
Promotion
Event
Press Release
DM
TV
Media Landscape For
F430
Summary
• TV
• Press Release
• Direct Mail
• Public Relations
• Website
Thank you